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Group745
Group745
Group745
Group745
Group745
Group745
Fat Lad At The Back - Fat Can't
Fat Lad At The Back
12/09/2022
Group745
Advertising Agency
London, UK
28
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Credits
Agency / Creative
Media

Empowering plus-size cyclists to get out there and ride. Nowt else.

Background
Fat people get called some proper nasty stuff. Our research survey showed there was one overwhelmingly frequent phrase large cyclists are called by the public. At the bottom of this page are extracts from the research. Trigger warning.

Insight
Life’s too short to muck about with clothing that doesn’t make people feel good or make them feel included.

Our idea
Fat Lad At The Back doesn’t agree with the word CAN’T. Actually fat lads and lasses CAN do anything. Oh and we love a bit of word play. Oooof.

Fame
The campaign has created ALOT of attention. An absolute shit-tonne of earned media has made it a very frothy campaign, and made the client smile from ear-to-ear. Proper.

Results are still being counted.

About Mellor&Smith

Famous brands sell more, more often to more people. We* make brands burn brighter than ever before.

Have you ever been so effective that you sold out of everything? Our clients have. Bare shelves, supply chains unable to keep up, businesses doubling in the blink of an eye and demand outstripping supply. Good problems to have. All because we made them famous.

The fact is, 89% of the work out there is ignored.

Guff. Vanilla. Wallpaper. Bland. Meaningless.

Treating the public with contempt.

If you want fame, you need to: start a fire, break the rules, jump off the deep-end, rock the boat, stick your neck out, trust your gut, get uncomfortable, turn it up to 11.

You have to want to get noticed.

Strike a match, light the catalyst, watch it burn brighter than ever. Fame.

* That's Mellor&Smith, not the royal 'we'.


And remember take our Fame-o-Meter here. Discover how famous your brand is, and could be.